As online conversion rates fall and we become a nation of researchers rather than destination shoppers, it becomes more and more important that every trick in the book is used when it comes to getting the ‘researcher’ to commit.
Don’t think that because you’re in fashion, or jewellery, or electricals, that this doesn’t apply to you…..it applies to anyone selling products online. It’s quite simple, show one product view and you have much less of a chance of getting the ‘buy’ button clicked than when you show three or four, particularly if you have a competitor just a click away who offers several clear pictures, back, front and sideways, whichever is applicable to the product.
Take this Balenciaga handbag at Net-a-Porter. Would you really spend that much money from just the one picture? Or would you have a good look at all the product views. There’s no fudging the issue here – you need to invest in more views or you will lose business.